There’s a lot brewing at CCD, Madison wins Media AOR, Creativeland creates TVC
By A Correspondent
Madison Media has been appointed as the media AoR (Agency on Record) Cafe Coffee Day. The account size is estimated to be approx Rs. 40 crores and will be handled by Madison Media Omega in Bangalore. Said Gautam Kiyawat, Group CEO, Madison Media,”We are delighted to have India’s premier and leading Cafe chain, Cafe Coffee Day, to our roster of clients and are confident of helping it grow and gain further market share in the country.”
CCD today has over 1,450 Cafes across over 185 cities and as a brand has never advertised in mass media in the last 16 years of its existence. It has been built solely through marketing initiatives, coffee category building activities, public relations, social media, engaging the ever-aspirational Indian consumer.
K. Ramakrishnan, President Marketing, Cafe Coffee Day said, “Cafe Coffee Day being a brand for the young and the young at heart, we needed a partner who would be passionate about the brand, to be able to understand the category in depth and the varying dynamics to enable us to move along at a fast pace. We are confident of Madison Media’s thought leadership and competence in executing the campaigns. We are delighted to have them on board.”
However, with brand presence expanding over 185 cities into newer, emerging towns and markets, it’s time for the brand to introduce their first ever television commercial campaign ‘Sit Down’ aiming to reinforce itself into every single household in India, as they make inroads into several newer and unconventional markets.
The ‘Sit Down’ TVC, conceptualized and created by Creativeland Asia, is part of a 360-degree-campaign. This is CCD’s first-ever TVC in its 16 years of existence.
The TVC captures CCD-goers across Cafes in India, telling, actually singing about what they are sitting down for. From sitting down for love and peace, to sitting down to make friends and to tweet, to sitting down to read and to dream, the film showcases plenty of ‘sit downs’ that happen at over 1450 CCDs every single day. The film ends with the line, “Sit Down. A lot can happen over coffee”.
Sajan Raj Kurup
Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said, “This is the first ever TVC for CCD. I feel extremely fortunate to have had this unique historic opportunity. We have given it our most honest shot at it. And I hope CCD regulars like it. Personally, as someone who goes to CCD and someone who has been working on the brand for five years now, I feel extremely happy when I see this piece of work. We wanted CCD’s first ever TVC to be a little more than an Advert. Something that CCD goers identify with. Something that is effortless and not trying to hard. Something that is neither too heavy nor too frivolous. In the whole idea of Sit-down, we eventually found all these and more. A powerful thought which is socially relevant in India at this juncture.”
He added, “While the hype initially may be on the TVC, the campaign will be integrated across media. Digital and social playing a very poignant role. Many campaign specific acts have been planned over the last year and will be executed phase-wise.”
The TVC was shot over seven days across various CCDs across the country with a cast of over 75 youngsters. The unique craft of the TVC intelligently combines two contrarian culture. One, the Cafe and the other, the social media space. The storyline of the TVC shows how a bunch of youngsters started a movement call sit-down by self-recording videos across various CCDs across the country to the self anthem and then posting it via various avenues on social media. The central message of the TVC being to stop creating morchas or standing up against things, and instead Sit-down talk over a cup of coffee and find a way forward. Over 130 social-media profiles were used. Live posts were diligently crafted and created to become the frame-work of the TVC.
The TVC is produced by Equinox Films and directed by Ram Madhvani. ”Great effort has gone into crafting every detail in the TVC by Ram, myself and our respective teams who have relentlessly worked over months to design each and every frame in the TVC,” added Mr Raj Kurup.
Speaking on the launch of its first TVC, Mr Ramakrishnan said, “CCD as a brand has never advertised in mass media in the last 16 years of its existence. It has been built solely through unique and pioneering marketing initiatives, coffee category building activities, public relations and more recently through social media. We believe it is the right time to get deeper into our customers lives, possible only through television.”